Exam 12: Old and New Media: From One-To-Many to Many-To-Many

Brand ambassadors are volunteers spreading a company's brand message,while brand evangelists are paid employees using stealth marketing tactics to spread a company's brand message.

A TV commercial shows an adult,whose face is hidden,speaking of the enjoyment he gets from having eaten the same breakfast cereal for the past thirty years.This cereal is not just for kids! What are the marketing communications messages presented in this TV commercial?

Which promotional mix strategy directs marketing efforts toward market channel members?

According to the communication model,a coffee cup printed with a company's name and logo is an example of a medium.

Virtually everything an organization says and does is a form of marketing communication.

A commercial for Martox compares the speed with which Martox soothes an upset stomach to the speed of Tums antacids.The commercial also emphasizes that Martox is less expensive than Tums.Martox is most likely at which stage of the product life cycle?

Explain why effective communication occurs only when the source and the receiver have a mutual frame of reference.

Which of the following is typically true during the decline stage of the product life cycle?

In the maturity phase of the product life cycle,the primary promotional objective is to ________.

In which phase of the product life cycle are sales driven by the loyalty of a small group of customers?

Which of the following types of communication programs is typically the easiest to evaluate?

Contests and coupons are both types of ________.

Which of the following is the last step in the hierarchy of effects?

In the communication model,noise is anything that interferes with effective communication.

Why has traditional mass market diminished as a way to talk to younger consumers?

Advertising,sales promotion,public relations,and buzz building activities are all ________.

Hotmail put the message "Get Your Free Email at Hotmail.com" at the bottom of every email sent by Hotmail users.What type of marketing technique did Hotmail use?

The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ________.

Tara Keegan owns Live Well,a small chain of health stores offering a variety of natural health products and related services.In order to implement integrated marketing communications,Tara has hired a marketing communications director,whose job it will be to ensure that each ________ will deliver a consistent and positive message to consumers about the company.

Which of the following specifies that a source,message,medium,and receiver are the elements necessary for communication to occur?